social crm - the latest thinking
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Social CRMToby Beresford
Thursday, 28 June 12
Social CRM
Social CRM today
What is Social CRM?
What are the hurdles to implementation in practice?
A glimpse of the future
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About me
Digital archictect
15 years of web applications - enterprise, non-profit, social marketing campaigns
Creative technology, game design, application strategy, writing and blogging
Leaderboarded.com - social data leaderboards
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Social CRM today
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Initiatives led byMarketing
Customer Support
R&D
Sales
PR
HR...
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Marketing Led
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Sales led
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CSO led
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What is Social CRM?
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A long definition
“Social CRM is the integration of traditional operational customer facing activities including strategies, programs, systems, and technologies with emergent social channels to provide businesses with the means to communicate and engage with customers in their preferred channels for mutual benefit.” Paul Greenberg
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A short definition
Integrating social data into CRM
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Unified customer view
Customer Business
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Segmentation
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Prioritisation
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Social CRM Hurdles
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You can’t track everything
Orkut only really matters if you like Brazillians
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Social data is a stream
If you’ve harvested social data about your customers, it’s for immediate use.
The value of social data decays rapidly.
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Big Data is expensive
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Lean business cases
Yes No
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Using it appropriately
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Manage Data Privacy
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No magic bullet
Social CRM is just getting started. The tools today are only part of the solution we’ll need tomorrow. Brian Solis paraphrased May 2012
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Command Centres
Managing internally
http://www.youtube.com/watch?v=InrOvEE2v38
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Social CRM future
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Real time
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Gladvertising
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Location aware
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Internet of things
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Socially empowered
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Invasive personalisation
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Data shadow aware
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Social Recommendations
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Summary
Social CRM is weaving social data into your CRM practice
You can’t track everything - stick to your business cases
Social isn’t a fad, it’s going to be even more pervasive
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Thank you & questions
Stay in touch
Follow me on Twitter: @tobyberesford
Add me on LinkedIn
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